PTV Latest campaigns

PTV produces a range of campaigns designed to raise awareness of services, initiatives, products and projects to help Victorians make the most of their public transport network.

Explore the World of Melbourne by Bus

A three year strategic campaign that targets the key barriers to bus usage:

Educate people on where buses go

Increase the perceived ease of planning a trip

Arrest bus patronage decline in the short term, grow patronage in the long term

Insight:

Melbourne’s made up of many wonderful places that are rich in certain cultures. And not just suburbs as a whole, but smaller, more specific pockets or streets that you can get to by bus. Places other modes of public transport wouldn’t take you.

Idea:

Like the beautiful art deco travel posters of the past, we want to not only celebrate our great city and its rich cultural hotspots, but also romanticise travelling by bus to these places. It’s about travel and discovery. By turning suburbia into exotic locations, we remind people what’s on our doorstep and if they want to go exploring, the bus will get them there.

Model Commuters

Freeloaders: On-the-spot Penalty Fares

On 10 August 2014 PTV launched a second fare evasion marketing campaign supporting the introduction of On-the-spot Penalty Fares across the public transport network.

Freeloaders

An estimated $60 million is lost each year to fare evasion. This campaign highlighted the risk of being caught travelling without a valid ticket as well as the anxiety and worry felt by fare evaders when they are freeloading on the public transport network.

myki auto top up

A campaign promoting the benefits of registering for myki auto top up and never having to queue to top up again.

Freeloaders

An estimated $60 million is lost each year to fare evasion. This campaign highlighted the risk of being caught travelling without a valid ticket as well as the anxiety and worry felt by fare evaders when they are freeloading on the public transport network.

myki auto top up

A campaign promoting the benefits of registering for myki auto top up and never having to queue to top up again.